It’s not uncommon for a single TV episode to cost millions, if not tens of millions of dollars to produce. Everyday, teams of studio executives, producers, writers, and actors, all set out to do one thing–create the next big TV moment. But what about the moments in between the content? Commercial break experiences can play a big role in whether someone keeps watching your shows. By bringing the best parts of digital advertising like addressability to broadcast TV, we’re helping our partners keep their audiences captivated during ad breaks and watching longer.

Today, we’re sharing the momentum partners are seeing on our platforms and some of the ways in which we’re working with the industry to bring the performance of digital advertising to traditional linear broadcasts.

Delivering better ad experiences on Connected TVs for more partners

Our continued investments in products such as Dynamic Ad Insertion and Smarter TV ad breaks have delivered better ad experiences for people watching on Connected TVs and over-the-top devices; and created more value for our partners. In fact, across our platform, ad impressions served on living room screens have more than doubled in the past year.1 And we expect this growth to continue as more broadcasters like Major League Baseball and Cheddar partner with DoubleClick to monetize their media.

Since Opening Day, Google has been working with Major League Baseball to monetize the live streams of their games on the MLB.TV app across Connected TVs and other OTT devices. Similarly, Cheddar is partnering with us to ensure no matter where people are accessing news, they’re getting seamless ad experiences.

Bringing addressability to traditional TV

We believe addressable TV ads provide a better experience for the viewer. On our path to enable addressability across the TV ecosystem, we’ve partnered with the National Association of Broadcasters and technology providers such as Unisoft, ATEME, S&T, OpenZNet, and Vewd in a new experiment, now on display at the NABShow.

This demo brings addressable ads into over-the-air broadcast streams via Smart TVs that support the ATSC 3.0 standard. It will feature two TV sets meant to simulate different personas or household types. While tuned to the same broadcast, DoubleClick will serve different ads to each of the TV sets.

In addition to being more relevant, the ads will also feature an interactive element. We’re looking forward to exploring more in this space as this technology evolves to make advertising experiences better for people, wherever they’re watching.

Connect with Google at the 2018 NABShow

To learn all the ways Google is working to improve the advanced TV audience experience, connect with us at the 2018 NABShow. For a full listing of our speaker sessions, visit our Google at NABShow event website here. Or stop by our booth in South Upper Hall #SU218.